Selected work

Case study · Supplement brand, United States

113%

The conversion rate the account was reporting. The real number was 2.1%.

Purchases were being double counted. Nothing could be scaled until the baseline was real.

Client
Supplement brand
Region
United States
Channels
Google Ads, E-commerce
Funnel stages
Measurement, Acquisition

The situation

  • A supplement brand launching a brand new Google Ads account for its online store.

What I found

  • Tracking was broken and conversion goals were misconfigured. The account reported a 113% conversion rate, which is not possible.
  • There was no reliable data to optimize against, so any bidding or budget decision would have been a guess.

What I did

  • Rebuilt the full conversion structure.
  • Isolated real purchase events from everything else being counted.
  • Established a clean baseline before any scaling decision.

Results

  • Conversion rate corrected from 113% to a reliable 2.1% baseline.
  • The account had its first trustworthy data to scale from.

More work

Fence installation companyUnited States50xReturn on ad spend in the first tracked monthRead the casePsychology clinicCosta Rica$4.50Real cost per lead after fixing tracking that had been broken for 6 yearsRead the caseB2B sales consulting firmBrazil24 leadsIn the first 2 weeks of paid media, from zeroRead the case
See all work
Work together

Thinking about bringing someone in?

If the real question is whether your acquisition is producing customers, the next page shows how I’d find out.

Start with a funnel audit